Mainstory: Telecoms Competition spills over to showbiz

The local telecoms industry is undergoing a rebirth of sorts. RwandaTel SA, has fired the initial shots of this rebirth by coming out with a new cliché ‘Turi Kumwe’ which seems to signal its revitalization after its resale to what appears to be new owners loaded to the brim with ‘petrodollars’. The mighty MTN Rwanda cell bandwagon up till now the leaders on the other hand, are not in a mood to be caught unawares and certain industry watchers have ‘intelligence’ to the fact that they seem to be closely monitoring RwandaTel’s every single move. However with RwandaTel’s rebirth the playing field seems to be headed for an even more levelling which is destined for further deepening as the just named third national operator the ‘Tigo’ brand moves in methodically to get into the market. The most interesting thing is that as the oligopolistic operators jostle to show their might in the market a refreshing fact is that the healthy competition unfolding is surely spilling over to the showbiz industry. This scenario clearly emerged in the closing week of November 2008 and is likely to be played out in the coming days as both camps line up extravagant shows in a bid to show who is a better ‘player’. RwandaTel is in a serious mood to upstage MTN Rwanda Cell within marketing by attempting to treat the industry to a larger than life relaunch campaign and to actualize its long cherished wish of bagging the winning tag in the race amongst the two players. In its re-launch, RwandTel had lined a galaxy of stars to perform at Amahoro Stadium. Koffi Olomide the Congolese music maestro was set to perform alongside the ragamuffin star Sean Paul. Also in the ‘Turi Kumwe’ line-up RwandaTel contracted one of Burundi’s revered artists Kidumu as is Rwanda’s current multitalented entertainer -the legendary Dr.Claude who is scheduled to perform alongside Bebe Cool of Uganda. Others include Miss Jojo, Rafiki the Choga inc. star as well as a cultural troupe known as Inganzo Ngali. The RwandaTel show according to the management’s press release is expected to attract a fan base of 25,000 persons with a 6 hour music extravaganza. Lined up against the ‘Turi Kumwe’ extravaganza MTN on its part is providing a very refreshing alternative to revellers during this celebratory month of December. Mr. ‘Lover man’ Shaggy will lead the ‘Yellow’ response to the ‘Turi Kumwe’ onslaught by providing MTN subscribers with a get-together to behold during its planned 10 year anniversary fete. Showbiz watchers point out the fact that prior to and during the opening and subsequent weekend of December 2008, the entertainment menu is bound to be enriched to levels unknown previously as these artists are also likely to stage others gigs in Town. Word has it that B-Club, Serena Kigali, and other ‘prime’ hang out joints are gearing up for what one would call ‘exclusive’ or VIP shows. I spoke to a telecoms industry insider with an intent of digging up the latest on this unfolding scenario. He hinted that both operators had each set aside funds in excess of US$250,000 to host their individual shows. This fed directly into the showbiz industry. Which is a welcome gesture to an industry that was previously starved of real bucks to rave it up. This previously sad state of affairs was aptly captured by Dr.Claude who expressed satisfaction at this God sent positive turn out within the Rwandan Showbiz industry. ‘What is unfolding is a sign of good things to come. This is real good news for the industry players. Previously promoters were only capable of offering laughable amounts. The Rwandatel relaunch has thus provided a defining benchmark for the industry’, he remarked. Dr.Claude added, ‘This on its own is a reflection of change sweeping through the entire country. We are witnessing a rebirth of sorts in Rwanda. Show Biz has to change as the country is witnessing this change. We can’t afford to have a situation where promoters are quoting figures which cannot help spur growth in this game’, he added. Word has it that one of the players upped the game during the time negotiations were on going for signing up artists. The operator just doubled the fees for one of the international artists in order to bring him on board fearing that the artist would cross over to the ‘enemy’ camp. Which is why one calls this a milestone because for the very first time informed choices can be made within marketing which inevitably is spilling over to showbiz. Contact: ojiwah@gmail.com